Advertisers will be able to make radio ads on the run after Commercial Radio Australia launched a specialist app allowing people to mock up ad demos directly on their phones.
The app is the creation of radio specialist Eardrum and Brussels-based Cobra Radio Brewery are behind the Sirens Ear App that allows users to create ads quickly using an iPhone 5.
The release of the app is the latest effort by CRA to push the value of radio advertising and draw attention to the Siren Awards.
The app was previewed to agencies and media at the Sirens Award show earlier this year and has now been released for free in iTunes.
Eardrum founder Ralph Van Dijk said that the app allowed users to make a “dirty demo” that let them bring a concept to life immediately.
“Radio ads are in their most fragile state when in script form. Lines are added, gags are missed and great ideas thrown out,” Van Dijk said.
“This app lets you make a quick and dirty demo so you can evaluate and present your idea in the form it’ll ultimately take. It’s also a hell of a lot of fun after a few beers!”
As part of the ongoing promotion of the Sirens, CRA has also launched a regular e-newsletter, EarBlog, which will deliver a monthly round-up of the best radio ads from around the world.
You can see a video of how the app works below.
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